1996 saw our first campaign as an agency for Priyagold biscuits. When we were developing it for the Butter Bite Cookies, our core idea was quite simple; everyone had the right to good taste. Priyagold was making premium or qualitative food items accessible to the masses. Little did we know that 'Haq Se Maango!' would go on to become one of the most memorable campaigns of the 90s.
The tagline embodied the brand's philosophy and we have retained it to date! The campaign series which began with Priya Tendulkar, later featured Shekhar Suman, Vidya Balan, Shweta Tiwari, Smriti Irani, Karishma Kapoor, Shilpa Shetty, and of course, the current brand ambassador - Kiara Advani
Our objective was to create separate verticals for Priyagold's products. The juices, chocolates, cookies, biscuits, and cakes have distinct identities. This is especially true for the chocolate category where Hunk and Snakker dominate. They have become powerful brands by themself, having been endorsed by Katrina Kaif and now Disha Patani.
This diversification within the brand has played a key role in booming sales; Priyagold ranks among the top 5 biscuit manufacturers of the country. We have been involved in their operations - be it SKU blueprints or product designing. In the 26 years of our collaboration, we have observed the transformation of Priyagold to the national favorite it has become.